The transformation of mass media by digital technology

What is Mass Media?

According to the definition of the CNRTL: All the means of mass diffusion of information, publicity and culture, i.e. the audiovisual and graphic techniques and instruments, capable of rapidly transmitting the same message to a very large public

Mass media can be francized in the expression of Mass Media.

The Mass media transformations generated by the internet

This passage from Wikipedia identifies the key points of the transformations brought about by the new technologies and more particularly by the internet.

Secondly, since the arrival of new technologies – and in particular the internet – the world of mass media has been considerably revolutionized due to a decline in technical constraints. It is now possible to combine “mass action” with:

  • a more selective diffusion logic according to the segmented and aimed target (ex: marketing targeting);
  • an increased interactivity (whereas it was very limited until now);
  • a pull logic where the information is drawn by the recipient;
  • a more flexible approach to information via navigation and search in hypertext mode;
  • a cost of design, transport and distribution of information lowered to unprecedented levels, due to the use of digitization processes.

Reflection on the transformations by Social Media and the exit of the Mass media

The appearance of social media, of which here is the definition, makes us leave the Mass media:

internet media that identify their users and their social relations for a personalized content, unlike traditional media (radio, television, newspapers) that broadcast the same content for all (Wikipedia)

The fundamental characteristic of social media is the plurality of sources for a plurality of recipients. Contrary to the Mass media, we go from “one to many” to “many to many”.